ACKO General Insurance has launched the second edition of its highly successful car insurance campaign, once again featuring the dynamic Bollywood father-daughter duo, Saif Ali Khan and Sara Ali Khan. Conceptualized by Leo Burnett, this campaign continues to challenge the conventional perceptions of car insurance, offering a fresh perspective on the often mundane topic.
ACKO- Challenging Car Insurance Myths
One of the campaign’s primary goals is to address some of the prevalent misconceptions in the car insurance industry. A notable issue tackled in the ad films is the common belief that purchasing insurance from a car dealer is mandatory when buying a new vehicle. ACKO’s campaign aims to debunk this myth, educating consumers on the flexibility they have in choosing their insurance provider.
Another critical issue highlighted is the confusion that arises during the renewal process. Consumers often face a barrage of calls with varying price offers, leaving them overwhelmed. ACKO’s straightforward renewal process simplifies this experience, allowing customers to see the price, understand the coverage, and renew their policies with ease.
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Emphasizing Value-Added Services
Beyond addressing these pressing concerns, the campaign also shines a spotlight on the value-added services offered by ACKO through its app. From paying traffic challans to checking the resale value of cars, these services enhance the overall customer experience, making ACKO a more comprehensive and user-friendly option for car insurance.
The Return of Saif & Sara in ACKO
Speaking about the campaign, Ashish Mishra, Chief Marketing Officer of ACKO, expressed his enthusiasm for the continued collaboration with Saif and Sara Ali Khan. He noted that their previous campaign played a significant role in making car insurance messages more engaging and memorable for the audience. By combining humor with important information, the campaign successfully resonated with consumers.
Mishra further added, “We are absolutely delighted to bring this dynamic duo back on screen. I am happy that we have stuck to our core principle of having humor in our advertising. The campaign has come out really well, and I am sure our customers will love watching them as well as benefit from the new information that we are trying to communicate.”
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A Modern Take on Father-Daughter Dynamics
Vikram Pandey (Spiky), Chief Creative Officer of Leo Burnett South Asia, shared his insights on the creative direction of the campaign. He emphasized how Saif and Sara embody the evolving father-daughter dynamics, where the younger generation often guides the older generation in embracing new technologies and modern approaches.
In the context of car insurance, this dynamic is used to highlight the transformation ACKO is bringing to the traditionally dealer-driven process. The ad films leverage the natural chemistry between Saif and Sara to communicate ACKO’s value-added services and their relevance in today’s digital age.
Campaign Rollout
The campaign has been rolled out across a diverse media mix to ensure maximum impact and reach. The ad films are live on television, social media, OTT platforms, and various digital channels. Additionally, the campaign includes radio and out-of-home (OOH) advertising, carefully chosen to align with the tone and message of the films.
Conclusion
ACKO’s latest campaign with Saif and Sara Ali Khan is a perfect blend of humor and information, designed to challenge outdated perceptions of car insurance and introduce a modern, consumer-friendly approach. With its engaging narrative and relatable characters, the campaign is set to make a significant impact on how car insurance is perceived and purchased in India.
Credits:
Creative Team: Rajdeepak Das, Vikram Pandey, Ashish Sharma, Ashish Jha, Amey Pandit, Dattaprasad Maestry, Kaushiki Dasgupta, Rohan More, Vignesh Parab
Account Management: Amitesh Rao, Abhimanyu Khedkar, Shailee Mehta, Ryan Carlo, Jasmin Nayak, Sanika Raut
Account Planning: Raghav Swami, Anushka Mitra, Nabodita Rao
Production: Varun Shah, Akshay Multani, Sheetal Vernekar, Varun Pitkar
Director: Shujaat Saudagar
